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    Individual Minds
    Collective Results

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  • Individual Minds | Collective Results

    Ready to work across the globe offline or online

    based in Basel, Switzerland

    Learn moreGet in Touch
  • Hi, I am Ruud Janssen

    What objectives can I help you deliver on?

    I am ready to support you as:

    ○ Strategic Advisor
    ○ Event Designer
    ○ Trainer
    ○ Facilitator
    ○ Keynote Speaker

  • Actionable strategies to deliver results

    Captivate | Cultivate | Elevate

  • The essence delivered

    Get in touch

Recent projects we’re designing, developing & delivering?

What are you working on?


years of global work experience


delighted clients


successful projects


Captivate | Cultivate | Elevate

TNOC | The New Objective Collective helps you define & deliver your new objectives:

  • to be innovative
  • measurable and attainable
  • and deliver them using new collaborative formats
  • blending experts who would normally not work together
  • specialised in consulting profit and not for profit organisations
  • to deliver results more effectively
  • in less time & effort
  • with more fun

In our fast changing environments we seek to formulate simple objectives and deliver on them collectively.

Time is ticking away, can you afford to wait?

Mail or call us to see how we can help meet your objectives collectively.

What we can do for you?

Strategic Advisor

Organisations turn to us when they want to convert strategic thinking into strategic doing.

Event Designer

We enable teams to design events worth attending. Events that create exceptional value.

Idea into action converter

We can be the extra horsepower needed by organisations to convert ideas into deliverables.


Design & facilitate strategic board retreats and advisory board meetings.


Train individuals and teams on 21st century skills to be agile, adaptable and reliable.

Sparring partner

We can be the sparring partner with a fresh perspective that can deliver breakthrough thinking and convert it into action.


Align your team


Facilitate your events to convert participant learnings into tangible actions


Deliver time critical ideas in a pragmatic and innovative way. On budget & on time.


Getting everyone involved and onboard


Engage teams to apply design thinking & doing to obtain results using 21st century methods and technologies.

Organisations we have enabled to deliver on their objectives include

What others say about our collaboration?

Ruud has outstanding capacity to bring people to innovate their products and services, to bring organizations to pay attention to innovation, and to unlock passion in people.

Mohamed (Moe) BaHead of InnovationITU - United Nations specialized agency for information and communication technologies

Ruud Janssen may be the best event thinker and conceptualizer I know. He’s very creative and still very impact-oriented.

My colleagues and I always enjoy working with him because he gets the best out of us, challenges us to think bigger and provides a framework for how to do that.

With his guidance we planned and implemented and never-before attempted hybrid event that succeeded beyond our and our CEO’s expectations.

Ruud can help you blaze a new trail or just improve what you already do. He’s probably the best consultant hire I ever made.

Ted MooneySenior Director Membership Services Internet SocietyInternet Society

I had a chance to work with Ruud on several projects involving the strategy of our Federation and the quality improvement of our events.

I really appreciated Ruud’s innovative ideas, his professionalism and knowledge of the association world.

I liked his way of thinking outside the box and his very friendly personality. I really enjoyed working with him and would recommend him with no hesitation.

Pierre SonigoSecretary GeneralFERMA - Federation of European Risk Management Associations

In an ever faster changing business environment/community, we will certainly continue to work together as Ruud brings insights from different backgrounds, organisations he has worked for, and from the countries & cultures he has lived and worked in across the globe. Not to forget to mention his creativity and ability to deliver on time and on budget. Top multi lingual professional with “Can-Do” mentality.

Willem van der ZeeManaging Director Lapithus Hotel ManagementLHM
Ruud Janssen, CMM, DES, CED

Ruud Janssen, CMM, DES, CED

Managing Director

"I cover a wide range of topics related to Event Design and Business Modelling to enable innovation.

Much of my interest is at the intersection of communications, behaviour change and collaboration, all places traditional organisations struggle, where the greatest challenges - and value - often lie.

I am informed about the values and practices of Design Thinking, evolved them from thinking to doing, hoping to embody the virtues of user-centered design when multiple stakeholders come together. I believe that having a mental model can empower teams to move mountains. I’m keen to experiment, prototype, fail, recover faster and build and facilitate new conversation. I’m driven to co-create and foster exploration of the intersections among disciplines, methods, sectors, and geographies.

I believe events where people get together have a unique capability to do this in powerful ways. I know that unless behaviour is changed, no value is created at events. I am therefore determined to keep pushing to enable teams to find better ways of creating events that change the world."


Switzerland based Entrepreneur Ruud Janssen, CMM, DES (1970) has been an innovator and game changer in the Hospitality and Meetings & Events Industry since 1994.

Ruud is the founder and Managing Director of TNOC |The New Objective Collective; a creative collective of visual thinkers, moderators and specialists at the intersection of communication, technology and strategy.

He is also the co-creator of the Event Canvas with Roel Frissen with whom he founded the EventCanvas.org Foundation and the Event Design Collective GmbH (the event design consulting & training firm). He authored the EVENT DESIGN handbook with Roel Frissen and Dennis Luijer aimed at creating a common language for events.

He is an active member of PCMA Professional Convention Management Association, Internet Society, Cornell Hotel Society as well as MPI Meeting Professionals International. For MPI he has served as a certified MPI Global Trainer, MPI Chapter Chairman in the Netherlands and on the International Board of Directors for MPI Meeting Professionals International. He is currently active on the Advisory Board for the PCMA Digital Experience Institute and a long time jury member of the IBTM World Technology & Innovation Award.

Ruud speaks English, Dutch, French and German. He is a sought after speaker and facilitator around the world and has authored a number of publications and research papers on Event Design, Event ROI, Virtual and Hybrid Events and Event Innovation. Having lived and worked around the globe he can relate to the everyday challenges faced by professionals when innovating and organising events across complex decision making units for Corporate, NGO’s, Government and Association clients.

Would you like to explore how we could collaborate on a project?

Drop me a note in the form below, I look forward to getting in touch.

Shall we connect?

Check out the tweets, photos, videos and social media posts. Looking forward to meeting soon?